Studying about the Vietnamese mass audience, we acknowledge a  social phenomenon of people working overtime, especially on the days near Tet Holiday, just to earn more bonuses to bring home to prepare for a more prosperous Tet. It is their conventional perception of a wealthy Tet holiday that leads them to sacrifice their health and time with their beloved family.By contrast, in Tet 2023, people pay high attention to the topic of early and extended Tet break in hope of having more time to spend with and take care of their family.Therefore, as a long-standing brand in Vietnam with the mission for a healthier Vietnam, Lifebuoy speaks up to remind people of taking good care of their health and encourage them to spend quality time doing so with their families, especially in this traditional homecoming season.

Vietnamese are highly family-oriented, especially in Tet season, it becomes a burden for them to bring home lots of money and materialistic gifts as the only way to have a wealthy Tet. Consequently, people sacrifice their health and time by working overtime. However, since the epidemic event, with more priority set for health and family bonding, what makes Tet truly wealthy is all members gathering at mealtime, face-to-face meeting with the best state of health and sharing peaceful, happy moments as much as possible with each other. All in all, the true wealthy Tet has its new definition promoted by Lifebuoy with a single-minded idea: “Health is the new wealth”.Followingly, the idea is developed to deliver the campaign message of:“Giàu của mẹ là sức khoẻ của con" (Children health is moms' wealth) which strengthens the brand role of keeping users safe from disease-causing germs in Tet season while emphasizing on the new definition of a wealthy Tet to encourage people to come home and welcome the upcoming year with their family in the best state of health.The campaign is strategically operated in 3 phases:PHASE 1: TRIGGERTo emotionally trigger the audience about the new definition of Tet, we initiated a social stunt of an unbranded letter from a real mom to her son’s manager asking for her son to return home early for Tet. The letter was posted by her son and was spread out on Facebook before the brand featured the letter on an OOH billboard to officially kick off the campaign.PHASE 2: EDUCATETo capture audience attention and spread out brand message, a Tet music video is released with the name of “Cái Tết giàu" performed by Luong Bich Huu, celebrity family Dong Nhi - Ong Cao Thang and famous songwriter Bui Cong Nam. To widespread social discussion about the campaign to every corner of social media, the MV is amplified full-funnel. From the launching on Youtube, it is adapted in shorter format of text posts and videos featured on Facebook and Tiktok to trigger UGC. Here, a combination of diverse KOL types (from single parents, disabled parents to oversea students or workers) is used to create niche yet qualified content sharing their point of view about brand message from the MV by sharing MV scene cut and personal shot with the brand song in the background.PHASE 3: ENGAGE AND AMPLIFYTo strengthen brand awareness and engagement with the audience, Lifebuoy’s brand-do activity is initiated by an activity series of “Lộc Tết". First, a stunt of “Xe lộc '' was operated with bikes containing health lucky bags and travelling round the 2 biggest cities of Vietnam (Hanoi & Ho Chi Minh city) to encourage people check-in with the bikes and spread out information of brand-do activity. Then, Lifebuoy set a record of Vietnam’s biggest health lucky bag, recognized by VietKings in the name of “Mô hình túi lộc sức khỏe lớn nhất Việt Nam”, to call for users’ contribution in filling 10.000 health lucky bags in the gigantic lucky bag by sharing check-in photo and Tet wishes on social media. Lastly, the collection of 10.000 health lucky bags with Tet gifts and Lifebuoy products was gifted by the brand and crew of celebrities to 10.000 doctors and patients in 12 oncology-pediatric hospitals across Vietnam.As a communal activity led by Lifebuoy, it was leveraged by UGC activities both online and offline sharing their health wishes for their family, doctors and the beneficiaries of the Brand do activity. To wrap up the campaign, 10.000 collected lucky bags were sent out by the brand and accompanying KOLs to doctors and patients at 12 oncology-pediatric hospitals across Vietnam.

To create mass awareness and widely engage with audiences on social media, the campaign is operated cross-channel from Youtube, Facebook and Tiktok.Trigger phase: A real letter of permission was posted by a son on his Facebook account, in which his mom asked for his manager's permission to let him return home sooner than usual for Tet. Then, it was amplified by sharing posts of  5 popular bloggers, writers (Hoài, XÊ, Trang Hạ, Chà, Hằng Đinh) and multiple mass community pages (Tôi là người Sài Gòn, Chuyện của Hà Nội…). In the end, the letter had been well-received by users on social media with authentic discussion and captured great audience attention to brand’s OOH billboards that featured the letter and campaign message.Educate phase: On the launching day, 3 featured artists (Lương Bích Hữu, Đông Nhi, Bùi Công Nam) shared the MV on Facebook with the support of community pages to spread out the MV. Then, a crew of hot writers, bloggers and film reviewers (Bình bồng bột, Mắt toét, Lucas Luân Nguyễn…) amplified the MV by sharing their point of view about the MV through different perspective, including personal-related story, artistic view and lesson learnt. At the same time, a parody by Huỳnh Lập was launched on Youtube featuring the same topic with the parallel sharing from Macro and Micro KOLs to create halo effect for the brand.Engage phase: UGC activities were initiated by the sharing of multiple types of KOLs to increase relevance with diverse cases of audiences on Tet holiday. They created content via text posts on Facebook or short videos on Tiktok using the MV song to confide their thoughts about the true wealthy Tet following the brand message. Diverse content angles were deployed including featuring the point of view of working parents, disabled parents, oversea students, parental-loss children…Amplify phase: Brand activation of “Xe lộc" and “Mô hình túi lộc sức khỏe lớn nhất Việt Nam” was spread out by mass community pages in both southern and northern regions to disclose information about brand do activity, the VietKings record of Vietnam biggest Health Lucky bag. To call-to-action audiences to check-in at the gigantic lucky bag as a support for brand-do activation, Luong Bich Huu and groups of micro KOL shared check-in photo posts. To wrap up the campaign, doctors and accompanying KOLs shared their experience and thoughts from Lifebuoy’s brand-do activities.

The 2023 Lifebuoy Tet campaign achieved the objective of making brand TOM in Tet season. As a result, the campaign was recognized Top 10 BSI in January 2023 with over 2.7 million interactions and 352,942 positive responses (exceeding the market average) while scoring top #6 trending on Youtube with the MV “Cái Tết giàu". At present, the MV is the top #1 trending music on Youtube in Hanoi and receives a total of 107 million views on Youtube and Tiktok.The spread of the #CaiTetGiau MV through video clips and interactive posts on the brand's homepage and KOLs/KOCs' personal pages, accounting for nearly 90% of the total positive responses. The campaign peaked at an emotion score of 1.00 with a high positive rate (>85%) throughout the monitoring period. In which, interactive posts promoting the #CaiTetGiau MV were the main factor that created positive responses when most users praised the meaningful messages of the campaign as well as showing their love for the brand.In addition, the campaign established the record for Vietnam's biggest health lucky bag set by Lifebuoy Vietnam in January 2023 and gave away 10,000 "health bags" including antibacterial products and Tet gifts sent to doctors and patients at 12 oncology-pediatric hospitals across the country namely Central Obstetrics Hospital, Central Pediatrics Hospital, Bach Mai Hospital, Huu Nghi Hospital, Viet Duc Hospital, Central Tropical Hospital, Central Highlands General Hospital... With in-depth understanding of Vietnamese audiences, including their societal and digital behaviors, and comprehensive preparation from planning to execution, Lifebuoy has successfully redefined the definition of a wealthy Tet to strengthen brand role as a hygiene guardian for all Vietnamese families to protect their Tet with good well-being and happiness. Meanwhile, Lifebuoy has embodied brand mission in an impactful yet practical Tet campaign to position  brand top-of-mind awareness throughout this Tet season.